Getting CX Transformation Right

August 6, 20205min

One of the most common obstacles to CX transformation is a misunderstanding of what CX is really about, among people who are not CX professionals.

And if you are a CX professional trying to explain it to colleagues, it can be hard to know where to start since you’re immersed in CX every day. So here’s some clarification that you might find useful either for your own understanding or to help some of your colleagues.

Let’s start with Forrester’s definition of CX, which has been widely accepted and cited since 1998 when the company launched its CX research:

  1. CX is customers’ perceptions of their interactions with a brand: Those perceptions are the reality of CX. And CX encompasses all interactions with a brand, from seeing advertisements to using products and getting support. CX has another meaning, too, which is important to be aware of:
  2. CX is a profession focused on understanding and shaping the experiences of a company’s customers and of others in its ecosystem who also influence its customers’ experiences.

What CX pros call themselves varies widely, but the activities that make up their work fall into six broad competencies:

  • Research, to understand the needs and motivations of a specific population.
  • Prioritisation, to decide which of those needs and motivations to address.
  • Design, to conceive and specify experiences that address those needs and motivations.
  • Enablement, to provide the resources required for experiences to be delivered as designed.
  • Measurement, to assess whether the experiences are producing the desired outcomes.
  • Culture, to instil the right values and behaviours in people who contribute to the experiences.

Let’s consider a concrete scenario of a company we’ll call Acme Bank applying these six competencies in sequence:

  • Research: Acme Bank digs deep into the banking-related needs and motivations of its desired customers by interviewing, surveying, and observing them — among other methods.
  • Prioritisation: It’s unlikely Acme can (or wants to) address all those needs and motivations, so it ranks them to decide which to tackle immediately and which to postpone or ignore.
  • Design: Acme invents new experiences (or refines existing ones) that it believes will address the needs and motivations it prioritised.
  • Enablement: Acme develops the resources it needs to turn the designs into customer-ready experiences — software for the digital aspects and employee training for the human aspects.
  • Measurement: Acme examines customers’ perceptions of the experiences it is delivering and compares its findings to what it intended for them to perceive.
  • Culture: Acme spreads customer-centric values and behaviours that improve and amplify the effect of employees’ activities across the other five competencies.

CX pros apply these six competencies to the experiences of all types of customers. Nothing about them is specific to traditional commercial relationships. They are equally relevant to the relationships between hospitals and their patients, universities and their students, governments and their citizens, IT departments and the employees who rely on them, and so on. The differences lie mostly in what motivates these organisations to improve the experiences of the people they seek to serve.

The key to achieving reliably good CX is to not only apply these six competencies, but do so with rigour, cadence, coordination, and accountability — the elements of disciplined CX management that are necessary to achieve real CX transformation.

If you would like to learn more, check out Forrester’s complimentary eBook ‘Capturing The ROI Of CX’ eBook.


David Truog is VP and Research Director at Forrester.

David Truog

David Truog

David Truog, VP, Research Director Serving Customer Experience Professionals at Forrester.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Advertising and Guest/Sponsored posts:

For Masterclass enquiries:
Tel: +44 20 86386491

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


cbd pain cream cbd oil wichita ks sparoom cbd oil cbd oil how long does it take to work taking cbd oil populum cbd is cbd an anti inflammatory cannabis oil injections cbd bombs cbd oil without thc cbd oil in kentucky gaia wellness cbd how does cbd help with anxiety natural cigars cbd dosage for fibromyalgia cbd hemp oil for diabetes cbd complex pur vape pen how long do edibles last a heel definition bluebird cbd oil reviews cbd and colds ethos relief cbd review where to buy cbd vape oil in cleveland cbd in germany cbd gummies for sleep harlequin cbd seeds how many drops of cbd oil per day eating cbd isolate cbd therapeutics of wisconsin thc levels in cbd oil cbd oil and liver cirrhosis best cbd roll on stick cbd oil and mucus spectrum customer cbd joe rogan plants definition where can i buy medical cannabis oil opioid receptor signaling working op cannabinoid oil cancer cure cbd cartridge pen marijuana uses list your cbd store liverpool major brian shul cbd tablets for pain how long is cbd oil vape detectable in urine is cbd oil good for hair how to chose a cbd oil do smoke shops sell cbd michigan makes cbd oil illegal canna hemp cbd oil

vape ohm chart atomizer vs vaporizer gandalf vape 601 to 510 thread adapter american made electronic cigarette uwell nunchaku batteries etron cigarette review does ecig get caught by fire alarm suorin vapes black and mild vape juice vapor pressure formula best cheap vape sites bauer apx2 stick voopoo drag screen how to take a broken mouthpiece out of an ecig bomb sauce vape juice nhale ecig voopoo software e cigarette jb ecig on jinmy carter bkvd e cigarette mod proper battery care uwell nanchaku coils how to make an e cig imren 18650 specs vaping hipster vaping pics smok v8 kit ecig battery pass through charging smok mico not firing nicotine overdose vaping rebuildable rda tanks vape shop tampa best mod and tank does vaping set off smoke detectors in hotels smok vape pen price smok 350 watt vape too much uwell ni200 temp control dual coil crown make big clouds 18650 lg nillionaire vape juice snow wolf 200w review breathe vapor can you vape water in a mod naked 100 ejuice flavors smok rpm 80 vape store voopoo smok alien splatter best compact mod smok prince stick baby jar juice vapes volcanee coils uwell atty vape

i have no libido how do i make my penis grow erectile booster method viagra online no prior prescription usa estrogen and testosterone pills erection booster pills erectile dysfunction pills reviews fenugreek for testosterone ed pills gnc otc elite penis growth before and after heart disease and erectile dysfunction what does a dick ring do viagra 50 mg tricks with dicks penis therapy how to increase penis length and girth white pill m 30 penis size enhancer foods that help erections how to increase your testosterone level blood flow vitamins best test boosters on the market pure for men amazon best male enlargement pills how do u make ur dick bigger testo xl male enhancement getroman review erectile dysfunction protocol hoax erectile dysfunction age statistics perfect penis shape jelqing guide erection at beach male enhancement pills youtube supplements to restart puberty penis exerciser vitamins good for blood flow stiff bull herbal coffee medium dick extenzen 3000 gynecologists in rochester ny topical viagra max antler pro how to be more alpha skin irritation on penile shaft testo max gnc balancing hormones naturally sex define penis enlargement pill side effects pe excercises xtend male enhancement formula 60 caps dramatic sex

water fasting weight loss diet pills for men that work b12 vitamin weight loss zypan weight loss thyroid medication weight loss success weight loss soup diet weight loss clinic phentermine hani weight loss free weight loss plans diet pills on the market diabetic medicine for weight loss oolong weight loss testosterone dosage for weight loss fat predator diet pills quick weight loss meals does chromium help with weight loss weight loss plan for teen girls phenermine diet pills parsley and lemon juice for weight loss ayurvedic tea for weight loss pinto beans weight loss weight loss jealousy weight loss for middle aged woman medi weight loss hours ace weight loss review kombucha for weight loss lemon peel for weight loss nicole richey weight loss protein shake weight loss plan healthy diet pills that work nuvo weight loss healthy weight loss goals weight loss over time wrap stomach for weight loss fluid pills for weight loss work out routine for weight loss xenical weight loss pills reviews sea weed diet pills skinny girl weight loss pills weight loss colon cleansing herbal diet pills portion plate for weight loss buy acxion diet pills how to take ultra fast keto boost pictures of phentermine diet pills pills help lose weight fast pills that actually work to lose weight pasadena weight loss center new perscription diet pill acai berry diet pills side effects fat strong famous diet pills